service design thinking
DESCRIPTION
A presentation we (Jakob Schneider & Marc Stickdorn) use to frame why we need service design thinking and to explain the basics, process, methods and tools. If you're interested in our work, have a look at our websites: The book "This is Service Design Thinking": http://www.tisdt.com The customer journey software "smaply" http://www.smaply.com The customer experience ethnography app and software "myServiceFellow": http://www.myservicefellow.comTRANSCRIPT
![Page 1: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/1.jpg)
Service Design Thinking
Marc Stickdorn — fall 2012
![Page 2: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/2.jpg)
BuzzworD Bingo
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 3: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/3.jpg)
Service-DominanT Logic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 4: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/4.jpg)
The service beyond the product
Service-DominanT Logic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 5: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/5.jpg)
Service DominanT Logic
Der Service hinter dem Produkt Anrufbeantworter
ProDucT or Service?
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 6: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/6.jpg)
Value-in-Exchange
gooDS-DominanT Logic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 7: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/7.jpg)
Value-in-Exchange Value-in-Use
Service-DominanT Logic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 8: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/8.jpg)
Value co-creation
Service-DominanT Logic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 9: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/9.jpg)
“We don’t think of the Kindle Fire as a tablet. We think of it as a service.”— Jeffrey Bezos
founder, president, ceo and chairman of the board of amazon.com
Think in ServiceS:
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 10: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/10.jpg)
exPerience economy
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 11: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/11.jpg)
exPerience economy
commoDiTy
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 12: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/12.jpg)
exPerience economy
commoDiTy gooDS
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 13: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/13.jpg)
exPerience economy
commoDiTy gooDS Service
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 14: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/14.jpg)
exPerience economy
commoDiTy gooDS Service exPerience
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 15: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/15.jpg)
exPerience economy
commoDiTy gooDS Service exPerience TranSformaTion
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 16: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/16.jpg)
The war of ecoSySTemS
“The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and many other things.
Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyse or join an ecosystem.”
— Stephen elop, ceo of nokia
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 17: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/17.jpg)
SociaL meDia
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 18: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/18.jpg)
SociaL meDia
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 19: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/19.jpg)
SociaL meDia
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 20: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/20.jpg)
11.500.000+
Dave Carroll – United breaks guitars
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 21: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/21.jpg)
Dave Carroll – United breaks guitars
11.500.000+Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 22: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/22.jpg)
markeTing ShifTS from communicaTionS
To exPerienceS
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 23: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/23.jpg)
markeTing ShifTS from communicaTionS
To exPerienceS
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 24: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/24.jpg)
#ServiceDeSign
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 25: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/25.jpg)
Service Design is not new.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 26: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/26.jpg)
Corporate communications Infrastructure Usability
Look and feelTechnical supportCustomer relationship management
Customer support
Point-of-Sales
markeTing iT DeSign SaLeS
Service Design is not new.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 27: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/27.jpg)
iT
SaLeS
DeSign
markeTing
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 28: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/28.jpg)
Service design is inter-disciplinary.
iT markeTermanager
SaLeS DeveLoPerPSychoLogiST
DeSign
DeSigner
markeTing
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 29: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/29.jpg)
Service design is inter-disciplinary.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 30: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/30.jpg)
Every discipline has its language.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 31: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/31.jpg)
Service design thinking is a common language.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 32: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/32.jpg)
REFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service design thinking is an iterative process.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 33: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/33.jpg)
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONexPLoraTion creaTion refLecTion imPLemenTaTionREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 34: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/34.jpg)
Service design thinking is an iterative process.
DiScover Define DeveLoP DeLiver
The Double diamond as described by the
British Design Council
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 35: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/35.jpg)
Service design thinking is an iterative process.
The Squiggle by Damien Newman
from Central Inc.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 36: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/36.jpg)
5 BaSic PrinciPLeS
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 37: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/37.jpg)
1 uSer-cenTreD
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 38: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/38.jpg)
2 co-creaTive
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 39: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/39.jpg)
3 SeQuencing
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 40: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/40.jpg)
4 eviDencing
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 41: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/41.jpg)
5 hoLiSTic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 42: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/42.jpg)
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 43: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/43.jpg)
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 44: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/44.jpg)
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 45: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/45.jpg)
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 46: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/46.jpg)
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 47: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/47.jpg)
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 48: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/48.jpg)
Contextual InterviewsService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 49: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/49.jpg)
EthnographyService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 50: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/50.jpg)
Mobile EthnographyService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 51: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/51.jpg)
PersonasService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 52: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/52.jpg)
Stakeholder MappingService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 53: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/53.jpg)
Value Network MappingService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 54: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/54.jpg)
Customer Journey MappingService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 55: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/55.jpg)
Digital Service Mapping — smaplyService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 56: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/56.jpg)
Service AdvertismentsService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 57: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/57.jpg)
Business Model CanvasService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 58: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/58.jpg)
Theatrical ToolsService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 59: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/59.jpg)
furTher inTereST?
#TiSDT
BookS
Service-Dominant Logic: “The Service-Dominant Logic of Marketing” by Robert Lusch & Stephen Vargo (2006)
Experience Economy: “The Experience Economy” by Joseph Pine II & James Gilmore (1999)
Process & Principles: This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (2010)
Double Diamond: British Design Council
Squiggle: Damien Newman
agencieS
Work•Play•Experience: www.workplayexperience.com
DesignThinkers: www.designthinkers.nl
Snook: www.wearesnook.com
minds&makers: www.mindsandmakers.com
onLine reSSourceS
twitter: #servicedesign
www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
![Page 60: Service Design Thinking](https://reader033.vdocuments.us/reader033/viewer/2022052618/54c73b614a7959e5208b46c9/html5/thumbnails/60.jpg)
ThankS a LoT.
Marc Stickdorn — @MrStickdorn — www.tisdt.com
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools